Event Films, School and College Activation, Entertainment Events, Other OOH

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Filmfare Awards is one the most awaited award ceremonies of Bollywood. Being the lead sponsor of the 61st Britannia Filmfare Awards 2016, Britannia wanted to make the most of it, the star presence at the event and reinforce Good Day’s association with smiles.

We chose to imaginatively use this platform to create an experience that made celebrities smile at the venue as well as some underprivileged students across miles, by connecting the two using state-of-the-art face recognition and live streaming technology.

We capitalized on the star-studded opportunity to bring alive the brand idea of "It’s a SMILE that makes a Good Day” through an impactful on-ground activation using an unconventional medium in the Filmfare setting. The whole activity was shot and uploaded online on YouTube and Facebook to spread many more smiles.

Excited by our idea, the stars were more than happy to spare a few moments to share a smile with the children miles away. All they had to do was smile at a kiosk screen, which measured the span of their smiles and assigned points in return. These points were then converted into cookies for onward distribution to the kids. That was not all, the kiosk also dispensed pictures of these kids which were autographed by their favourite stars. To make the interaction really come to life, the stars eagerly gave out messages for them. While all of this was happening at the Filmfare Awards venue, the kids were witnessing the action live! The excitement continued even on the following day, as the cookies that the stars had contributed towards with their smiles were distributed to the kids along with some goodies.

This great platform in form of Filmfare Awards helped us create something magical and deliver the brand’s idea of smiles in an endearing fashion.